Fendi Revives Iconic Baguette with Star-Studded Global Campaign

Fendi has launched a high-profile campaign to reintroduce its signature "Baguette" handbag, marking a significant milestone under the leadership of newly appointed Chief Creative Officer Maria Grazia Chiuri. The campaign features a diverse ensemble of global talent, including Sarah Jessica Parker, Jessica Alba, Emma D’Arcy, and several prominent K-pop stars such as Bang Chan and Mina. By leveraging a mix of Hollywood icons and international music sensations, Fendi is positioning the accessory as a versatile symbol of personal identity rather than just a fashion staple.

This initiative is particularly notable as it represents Chiuri’s first creative endeavor since returning to Fendi following her tenure at Dior. Chiuri, who played a pivotal role in the Baguette’s original development, is focused on returning the design to its roots. The campaign emphasizes the bag's historical significance while encouraging the featured stars to interpret the accessory through their own unique lenses, ranging from "controlled chaos" to personal history. The inclusion of a nod to Parker’s iconic *Sex and the City* line—"It’s not a bag, it’s a Baguette"—serves as a strategic bridge between the brand’s heritage and modern pop culture.

For the luxury market, this campaign signals a broader trend of heritage brands leaning into their most recognizable "it" items to drive engagement in a competitive landscape. By blending the nostalgia of the 1990s and early 2000s with the massive social media influence of K-pop stars, Fendi is effectively targeting both legacy customers and a younger, digital-native demographic. As Chiuri integrates the Baguette into her fall/winter 2027-28 collection, the brand is clearly betting that a return to foundational design codes, bolstered by a global celebrity strategy, will secure the Baguette’s relevance for a new generation.